Beginning today, the Billboard Latin Music conference will be held at the Ritz-Carlton Miami Beach and will take place over the course of 4 days, culminating with the Billboard Latin Music Awards on April 28.

The long-running Conference is in its 27th year and delivers an exciting itinerary, including showcases, celebrity Q&A sessions, panels, and workshops covering topics such as artist development and music, streaming services, touring, and marketing and advertising.

Here’s just a small taste of what’s on the schedule this week:

April 26:

“Beyond the Jingle: Creating New Partnerships Between Brands and Artists” panel with advertising agency Energy BBDO chief creative officer Andrés Ordoñez as a featured speaker

April 27 will be jam-packed with can't-miss discussions. Marc Anthony, who has signed nuestro duo cubano favorito Gente de Zona to his entertainment company/management firm Magnus Media, will present the keynote speech “Creating Music That Stands the Test of Time”; while Marco Antonio Solís, who will receive the Lifetime Achievement Award this year, will take part in the Q&A Latin “Legends Session.” Leslie Grace, Chiquis Rivera, and Nicky Jam will also speak. As if that all isn't enough excitement for one day, Gente de Zona will headline the Billboard En Vivo concert at The Fillmore Miami Beach!

And one of the most anticipated panels of the week, “Clash of Titans,” features the kings of Puerto Rico, Daddy Yankee and Don Omar, who will bring their joint tour, appropriately named The Kingdom, to the U.S. in May.